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TIPS FOR A SUCCESSFUL SHOW
Published by: TSNN (Trade Show Network News) May 22, 2003
Because You Can't Shake Hands in
Cyberspace
Seven Reasons Why Trade Shows Are Here To Stay
To paraphrase Mark Twain, "The reports of the death of trade
shows are greatly exaggerated."
If you read the recent article in the Wall Street Journal or several
other articles about the rise of online trade shows and the decline
of traditional trade shows, you would think trade shows as we now
know them are doomed.
While it's true that trade shows have suffered greatly during the
last several months and that several well-known shows have either
disappeared or downsized, many big name shows continue to do well
and some exciting new events are showing great promise.
Although it's going to continue to be a tough road for some events
in the foreseeable future, there are seven basic reasons why trade
shows will continue to grow and prosper as an excellent sales and
marketing tool.
The following list of seven basic reasons to exhibit/attend trade
shows is meant to serve as a handy outline to have when your exhibitors
are looking for ammunition to convince their bosses why they need
to participate.
• Test Drive the products. Regardless
of whether it's a two-ton machine or a new candy bar, trade shows
are the best place for customers to touch, taste and see all the
latest new products and technologies. Where else can they "test-drive"
and experience so many different new products in one place and
at one time? When was the last time you tasted a new flavor or
felt the fan power of a new air conditioner online?
• Meet the team - the entire team.
Where else can you meet all the key members of a prospect's buying
team, from top management and product managers to the purchasing
agents? Likewise, where else can your customers meet your
entire team – from the CEO to your sales rep? This is a unique
opportunity to ask the tough questions face-to-face with all the
key team members. When was the last time you were able to get your
key buyers and influencers together at one time in one place, and
what do you think your chances are of getting them all together
to sit through an online presentation. Ironically, now that budgets
are tight and fewer customers can come to the show, the quality
of decision makers has increased significantly.
• Network in person with colleagues around
the world. Where else can you network and compare notes
with such a vast array of your colleagues from around the globe?
Trade shows are the perfect place to discuss problems, opportunities
and solutions with customers and colleagues you'd normally never
see together in one place, certainly not online.
• Discover the latest trends at conference
sessions. In this same vein, where else can you and your
customers learn about all the latest trends and technologies from
the industry's leading authorities? Online conferences don't offer
the depth and breadth of speakers featured at most trade show conferences.
Plus with online conferences, it's impossible to pull the
speaker aside for a private question during the coffee break, or
ask your neighbor from Germany to clarify a point. Most trade show
conferences offer an unparalleled combination of technical sessions,
management conferences, and accredited training opportunities.
• Read your customer's body language and arrange
one-on-one meetings. Where else can you judge the firmness
of a person's handshake or the sincerity to do business? Equally
important, where else can you get a key prospect or supplier alone
for a drink or dinner for quality face-to face time? It's amazing
what you can learn from prospects and suppliers in social situations.
Try splitting a bottle of wine with an online customer.
• Online technology is your friend, not your
enemy. Online technology can enhance and extend trade
shows' reach. Now that I've made all the online people angry with
my first five points, let me go on record as saying that online
trade shows and conferences are a great marketing tool and should
be used by most trade shows during the months when their events
aren't being held. Imagine how powerful it can be to combine both
online and traditional trade shows to keep customers updated about
new products and developments year-round. As more show management
people realize the benefits of combining online shows, the more
valuable it will make traditional trade shows.
• Trade shows provide the best value.
After all is said and done, the main reason trade shows will once
again prosper after some necessary repositioning and Metamorphosis
Marketing (see separate article) is because they are the most cost
effective method of marketing products to qualified prospects.
Where else can you bring thousands of prospective buyers together
all in one place at one time to shop, network and buy? Imagine
what it would cost your exhibitors to make one-on-one sales calls
to as many people as they see during a single trade show. Or how
many full page ads they would have to run in several publications
to generate a fraction of the qualified leads they get at one trade
show. Or how many online events you would have to conduct
to reach a fraction of the qualified people you reach at a show.
So the next time you read a doom and gloom article about the trade
show industry, or the next time your boss asks you why the company
is participating in an event, just give them a copy of these "Magnificent
Seven Reasons."
ABOUT THE AUTHOR
Roger Halligan is CEO of H+A International, a Chicago-headquartered
integrated marketing communications firm specializing in trade
show event marketing. His company works with several of the leading
trade shows worldwide to help them take their events to the next
level.
For copies of other articles Roger has written on trade show topics,
e-mail him contact him at (312) 332-4650, ext. 22; or via e-mail
at Rhalligan@h-a-intl.com
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